Half of Europeans Seek Dietary Improvements (Image Credits: Pexels)
Europe – A comprehensive survey of nearly 20,000 consumers across 18 countries highlighted a clear gap between the desire for better diets and the realities holding many back.[1]
Half of Europeans Seek Dietary Improvements
Health emerged as the leading motivator for change in the EIT Food study. More than half of respondents, precisely 51%, indicated they wanted to eat more healthily.[1]
This priority surpassed concerns over affordability and sustainability. Respondents acknowledged the downsides of salty, fatty, sugary, and processed foods, yet about a third still avoided them only partially. Self-assessments revealed widespread shortfalls in fruit, protein, and fibre consumption.
These findings pointed to an intention-behavior divide, where awareness existed but action lagged.
Affordability and Routines Top the Obstacles
Entrenched habits and financial pressures ranked as the biggest impediments to healthier eating. Structural constraints, rather than lack of knowledge, limited progress, particularly among younger Europeans.
The study noted that actual diet quality improvements remained modest. EIT Food emphasized that without tackling these issues, good intentions would fail to yield lasting shifts.[1]
“Without addressing affordability and routine constraints, consumer motivation alone is unlikely to deliver large-scale dietary transformation,” the organization stated.
Youth Drive Protein and Sustainability Push
Generational differences stood out sharply. Among those aged 18 to 34, 44% aimed to increase protein intake, compared to just 22% of older consumers.[1]
Younger respondents also showed greater enthusiasm for organic foods, with over 40% planning to eat more, and products from regenerative agriculture, where nearly 30% intended boosts versus 20% for those over 55.
| Interest Area | 18-34 (%) | Over 55 (%) |
|---|---|---|
| Increase Protein | 44 | 22 |
| Regenerative Ag Products | ~30 | 20 |
Still, fewer than half overall planned to up fibre consumption.
Sustainability Interest Wanes Amid Priorities
While health led, sustainability lost ground. Agreement on living sustainably dropped from 76% in 2021 to 69% in 2025. Just under half believed their diets qualified as sustainable.
Half reported eating seasonal fruits and vegetables. Animal product avoidance fell to 16% from 18% the prior year, with 59% keeping intake steady, 18% reducing, and 23% increasing.[1]
- Seasonal produce: 50% participation
- Sustainable diet self-perception: under 50%
- Animal product reduction plans: 18%
Expert Calls for Practical Solutions
Klaus G. Grunert, professor at Aarhus University and lead of the EIT Food Consumer Observatory, highlighted the core challenge. “Health is the strongest driver of food choices, yet affordability pressures and entrenched habits continue to shape what people actually eat,” he said.[1]
He urged connecting taste and cost to healthy, sustainable options that fit real-life constraints. EIT Food advocated diversified actions from industry and policymakers, such as affordable healthy products and policies linking sustainability to health benefits. Details appeared in a report covered by Just Food.[1]
- 51% want healthier diets, but habits and costs dominate barriers.
- Younger Europeans prioritize protein and organics more than elders.
- Sustainability enthusiasm declined; health trumps it as a driver.
Europeans grasp healthier eating ideals, yet bridging aspirations to plates demands addressing everyday hurdles. What steps could make nutritious choices easier in your routine? Tell us in the comments.
